Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The unwelcome gift: Marketing and cross-cultural differences

23.07.2009
Westerner consumers are more receptive to unexpected promotional gifts than their East Asian counterparts, according to a new study in the Journal of Consumer Research.

People from diverse cultures react differently to the element of surprise, according to authors Ana Valenzuela (Baruch College), Barbara Mellers (University of California, Berkeley), and Judi Strebel (San Francisco State University). The research team explored different cultural responses to promotional gifts, such as gift cards, mugs, snacks, t-shirts, etc.

The authors conducted four studies in which participants received a gift as a token of appreciation for participating in a survey. Some of the participants knew about the gifts before participating, while others were surprised. Regardless of the gift, participants from the United States enjoyed the surprise more than participants in Taiwan, Singapore, Vietnam, and Hong Kong.

"Why does this phenomenon happen? For Westerners, an unexpected gift reinforces feelings of control over their environment. For East Asians, an unexpected gift indicates imbalance and prophesizes bad fortune," the authors write. "Our findings suggest that East Asians' experience of surprise is closely connected to their motivation to seek emotional balance."

The authors suggest that framing surprises as "good luck" or "good fortune" will enhance East Asians' enjoyment of a shifting environment. Their final experiment involved approaching bookstore patrons in California and Hong Kong and asking them to participate in a short survey. People who accepted were told they would be given a gift as a token of appreciation. Half of the participants entered the "Lucky Game" to win the gift. The other half received the gift without participating in the game. East Asians' enjoyment of the gift increased when the gift was attributable to luck.

"Marketers often use pleasant surprises to influence consumers' brand evaluations and purchase decisions," the authors write. "Unexpected marketing activities must accommodate cross-cultural differences."

Ana Valenzuela, Barbara Mellers, and Judi Strebel. "Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives." Journal of Consumer Research: February 2010 (published online July 15, 2009).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

nachricht New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

Im Focus: Hybrid optics bring color imaging using ultrathin metalenses into focus

For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.

But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...

Im Focus: Stem cell divisions in the adult brain seen for the first time

Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.

The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...

Im Focus: Interference as a new method for cooling quantum devices

Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters

Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...

Im Focus: Autonomous 3D scanner supports individual manufacturing processes

Let’s say the armrest is broken in your vintage car. As things stand, you would need a lot of luck and persistence to find the right spare part. But in the world of Industrie 4.0 and production with batch sizes of one, you can simply scan the armrest and print it out. This is made possible by the first ever 3D scanner capable of working autonomously and in real time. The autonomous scanning system will be on display at the Hannover Messe Preview on February 6 and at the Hannover Messe proper from April 23 to 27, 2018 (Hall 6, Booth A30).

Part of the charm of vintage cars is that they stopped making them long ago, so it is special when you do see one out on the roads. If something breaks or...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Fingerprints of quantum entanglement

16.02.2018 | Information Technology

'Living bandages': NUST MISIS scientists develop biocompatible anti-burn nanofibers

16.02.2018 | Health and Medicine

Hubble sees Neptune's mysterious shrinking storm

16.02.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>